Good impressions: Amcor unveils connective closures tech for digital brand enhancement

11 Nov 2021 --- Amcor is launching a technology enabling brands to drive consumer engagement through online experiences by customizing closure liners, including the underside of bottle caps, with digital enhancements. 

Impressions technology was developed in partnership with MGJ, a specialist producer of PE-PP foamed-based liners and induction sealing solutions for caps.

The CMYK color printing technology allows brands to print anything from QR codes to colorful logos for direct, digital engagement with consumers.

According to Innova Market Insights, 54% of global consumers are interested in engaging with QR codes. In China and Brazil, as many as 72% and 65% of consumers are interested in the technology, respectively.Amcor’s Impressions tech can be integrated into closure liners, including the underside of bottle caps.

The digital evolution
Amcor says the Impressions launch goes “hand in hand” with the digital evolution of the past few years. Since the COVID-19 pandemic, social media and digital experiences have become increasingly prolific, making it harder for brands to stand out. 

Many consumer brands, such as winemakers, have been looking for new ways to reach out to their customers and engage more directly. 

Amcor developed Impressions after extensive consultation with its customers, empowering online experiences in ways that benefit brands and consumers directly. For example, shoppers can scan a QR code or view a logo printed on a closure liner to gain access to additional brand information or promotions.

“This simple addition of printing under a bottle cap not only enhances the customer experience but can also pique curiosity and willingness to engage with companies outside of the ordinary buyer’s journey,” comments Catherine Fontinha, head of marketing at Amcor Capsules.Innova Market Insights found 54% of global consumers are interested in engaging with QR codes.

Brand-consumer engagement
The printed alphanumeric or QR codes inside the closure invite consumers to engage in digital experiences, such as contests, games or giveaways for a premium customer experience.

The technology can also redirect consumers to brand websites, exclusive information, or packaging recyclability to inform and connect with them in “more meaningful ways.”

“For our customers, brand reputation is also of utmost importance,” adds Fontinha. “This is why Impressions is not just for users, but for vendors too.”

“The printed liner is accessible only when a customer has already bought and opened the product, making it a formidable traceability and authentication tool.”

“The specialist printing has a variety of applications and we’re thrilled to finally bring our latest innovation to light.”Amcor’s Impressions tech.

Connective packaging growth
Connective packaging continues to proliferate as technologies like QR codes, NFC and Augmented Reality (AR) become increasingly cost-effective brand-consumer engagement tools.

In the dairy industry, Yeo Valley Organic has introduced connected packaging across all its products as part of its “Put Nature First” campaign. The British family-owned dairy company harnesses IoT agency SharpEnd’s connected data platform to evaluate consumer purchasing behavior and optimize brand-consumer engagement.

Meanwhile, creative tech company Appetite Creative and Swiss dairy company Emmi have introduced an AR-enabled connectivity experience on Tetra Pak’s Stelo Aseptic 1000 carton packs, aiming to encourage healthy consumer lifestyles via its “good day” milk portfolio.

In the wine industry, Australian technologist eBottli is realizing connective packaging’s potential for anti-counterfeiting with a suite of tracking and blockchain data technologies, geolocating services and unique identifier labels.

Amcor is increasingly active in the digital transparency space, developing MaXQ, an end-to-end digital packaging system designed to take advantage of a captive digital audience and drive consumer engagement and loyalty.

MaXQ allows brands to personalize consumer experiences by creating dynamic codes for consumer engagement, anti-counterfeiting and track and trace.

By Joshua Poole